The campaign, launched in January 2026 under the “Feel All the Feelings” concept, used her international profile and personal perspective to showcase Thailand to audiences through digital content and social media.
Promotional films featuring Lisa attracted more than 89.4 million views, while engagement across media and other channels reached 464 million, according to the Tourism Authority of Thailand (TAT) report earlier this month.
The campaign was designed to reflect changing travel behavior, with stories, content and experiences increasingly influencing how people choose destinations.
“These figures show that the campaign is creating large coverage for the image of Thai tourism, and at the same time contributing to bringing tourists’ attention to destinations outside familiar cities,” TAT Governor Thapanee Kiatphaibool said in a statement announcing the campaign’s outcome.
|
Blackpink’s Lisa features in Thailand’s “Feel All the Feelings” tourism campaign, showcasing the country’s destinations and experiences to international audiences. Photo by TAT |
Its impact was also seen at destinations featured in its promotional activities.
The Red Lotus Sea in Udon Thani, for instance, saw visitor numbers increase by 79.66% from a year earlier in February 2026 and tourism revenues by 208.07%.
Another destination promoted in Lisa’s video is Khao Sok National Park. In February-June, the number of visitors here increased by 34%.
The campaign also featured Wat Chedi Luang in Chiang Mai, Wat Arun in Bangkok, and Ko Thalu in Rayong.
The impact has been seen not only at locations that appear directly in the campaign.
In the first five months of the year, tourism revenues in Phayao increased by 8.48%, according to TAT.
The campaign is part of Thailand’s broader tourism strategy for 2027, when TAT plans to place greater emphasis on value-driven tourism and encourage visitors to explore destinations beyond major cities.
TAT’s ambition is to position Thailand as “Asia’s No.1 High-Value & Meaningful Destination”, encouraging travelers from around the world to return.